Balmain used virtual models in its latest campaign 'to present diversity' — but some people think it could have used real women instead

Balmain is using a "Virtual Army" of digital models for its latest campaign.

The campaign has garnered some negative reactions.

Some commenters think the digital models are taking opportunities away from real working models, especially models of color.

Others like the experimental element of the campaign.

Major fashion brand Balmain is used to causing a stir when it reveals a new project, but it's usually for positive reasons. Its 2015 collaboration with H&M sold out in minutes, and creative director Olivier Rousteing was responsible for some stunning looks at the 2017 Victoria's Secret Fashion Show.

The brand typically works with models such as Gigi Hadid and Kendall Jenner, but its latest campaign features Balmain's new 'Virtual Army' — a trio of digitally generated models

All of the models were designed by photographer Cameron-James Wilson, who previously found success by creating a virtual model named Shudu. Described as the world's first digital supermodel in her Instagram bio, Shudu has developed a rather large social media following with over 142,000 followers on the platform.

The viral sensation is joined by Margot and Zhi to complete the trio of virtual models.

"I love the fact that [Jackson] was really inclusive and, you know, that's what I'm trying to do with the virtual reality army: different beauty, shapes, ages, and genders," Rousteing told Refinery29. "This is the beginning of what it will mean to present diversity in the world."

While Rousteing cites inclusivity as an inspiration behind the campaign, some people aren't convinced the idea of digital models is the way forward

The comments sections of the brand's latest Instagram posts have been filled with backlash over the use of fake models, with some claiming that not hiring real and diverse models may be a step backward for the brand's legacy.

"Honestly, a bit disappointed with the embrace of this digital model concept," one commenter wrote. "@balmain really set precedent for having models of not just one type of representation, but even crossing the boundaries of different eras and even pop culture. It feels like this is a bit of an insult to that particular heritage that you guys have established over these few years."

Others are questioning if this new digital trend might take away job opportunities from real working models

"Being a model is some peoples' livelihood and they're stripping it away from them giving it digitally generated humanoid 'models,'" another commenter wrote.

"It appears @balmain is taking away paid modeling opportunities from strong women whom find it hard enough to make a living within a challenging industry (and would actually represent the brand outside of the campaign)," another commenter added. "They said this shows diversity...yet they won't hire real models who are just as diverse. Major step back."

Some people are also weighing in on the diversity element of the campaign, pointing out that modeling opportunities for women of color are already limited

"Yep not feeling it. Also why not support real black models who are already so marginalized within the industry rather than digitally create one?" one commenter asked.

"This is problematic," another commenter added. "Instead of hiring a black model, the photographer created one. Is it that hard to pay black women? Also shows how much dark skin is still being exoticised by the media."

Some people have expressed their concern about Wilson potentially profiting off of diversity as a white male, especially without the use of actual diverse models